Continuing desire to expand one’s skills, capabilities, and purposes
“Reinventing the self” is the fourth of six emerging need states at the core of our fourth meta need “The [relentless] pursuit of happiness” in ConsumerShift.
The search for meaning and purpose does not necessarily follow a straight line. The discovery process has twists and turns that could lead to minor and perhaps major reinterpretations of one’s identity. These consumers are prepared to redefine themselves as part of the discovery process. They have a core need for reaching their fullest potential and will leave no stone unturned in that pursuit.
For instance, they may become more aware of environmental issues, perhaps seeing an image of the polar icecaps melting, and be catalyzed into learning more. This investigation may lead them to fairly dramatic changes in behavior, in effect cleaning house around this issue: switching to a hybrid vehicle, buying energy-efficient windows, etc. Andy Hines